14 Sep 11

LVG - Direct Response Efficiency

LVG is the company behind The Instructor College and Red Driving School - the biggest trainer of driving instructor's

Background
In 2007 they were struggling to recruit the necessary volume of new students at a cost that delivered a positive return-on-investment.

How MediaCom made a difference
We helped LVG introduce unique telephone numbers by TV channel to give us robust insight into DRTV performance.  Improved negotiated deals delivered an overall reduction in TV cost per transaction of 39% in our first year on the account. MediaCom recommended reducing the press title roster, which led to an 11% drop in press cost-per-response overall, with minimal impact on volume.  Through consumer insight and testing MediaCom discovered that recruitment websites, emails and search could all act as important volume and efficiency drivers, reducing LVG’s dependency on traditional offline media.

Results
The cumulative effect of improvements we have made to LVG’s media investment has had a transformational effect on the success of the business, to the extent that when the CEO presented company results at the 2008 AGM, he highlighted the date that MediaCom were appointed and how this impacted on performance.

Please click on the link on the right hand side of this page for the full case study.